September 21, 2020

Top tips for evaluating campaign effectiveness

Author:
Shaun Austin, Head of Media
Our Campaign Optimiser tool allows you to see how each platform works at driving brand uplift over the course of the campaign...

Measuring the effectiveness of your advertising campaigns is crucial to establishing true ROI.


It’s an increasingly complex undertaking, but is fundamental to maximising engagement with your customer base; driving depth of engagement, improving customer perceptions, understanding emotional response and increasing brand loyalty.

Our approach to campaign evaluation always considers.…

Consumer stage in purchase journey
People react differently to ads depending on how close they are to a brand and category. We make sure we consider whether people are brand loyal, users, unaware etc. of a brand, and how close they are to category purchase in our evaluation of a campaign. Furthermore, we employ our Behavioural Change Model to understand where people are in the purchase journey and the optimal messaging required to help people move along that purchase journey.

The impact of different platforms
Different platforms used in a multi-platform campaign may affect the consumer in different ways. Our Campaign Optimiser tool allows you to see how each platform works at driving brand uplift over the course of the campaign.

Creative diagnostics
Creative execution is the biggest factor driving advertising profitability that marketers can influence. Through years of campaign research, we’ve developed a standard set of measures to provide a creative health check. Results help guide future strategy and help interpret why a campaign has performed well or badly.

The power of emotion
Good advertising works by generating an emotional connection with the consumer. We measure the effects a campaign has on implicit feelings towards a brand by using Timed Emotional Response (TER) and likeability trace. It shows how persuasion and implicit take out are intrinsically linked.

Econometric modelling
We’ve evolved our campaign evaluation toolkit to use existing data (media spend, customer data or brand tracking/third party data to create a model that can isolate different elements of a campaign and link effectiveness back to sales. Savanta’s BrandVue is a great example of third-party data.

Anchoring
Interpretation and reaction to advertising messaging is dependent on your current relationship with the category and brands within it. We therefore need to identify what is normal and expected (e.g. the type of car you currently own, or regular holiday destination) in order to judge reactions to a new feature, price point or message.

Messaging
We look at the message to help interpret whether a campaign performs well or badly e.g. is the value to the consumer now conveyed rather than a future value? Is there a simple proposition rather than trying to convey multiple benefits? Is the price impacting on value perceptions?

For an interactive version of our top tips please click here:

Here at Savanta our media team specialise in all types of brand and campaign evaluation, from continuous trackers to ad-hoc campaign evaluation. To arrange a meeting to discuss campaign effectiveness in more detail, please contact our head of media research, Shaun Austin Shaun.Austin@savanta.com


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